“Juu” is short for “juujitsu” (fulfillment), and refers to a philosophy or to people who enjoy living their lives within their means, instead of wishing for a high salary. They are not merely thrifty people, but enjoy their free time. Services are available to suit their circumstances, such as, beef bowls for 280 yen and DVD rental for 100 yen. (From February issue, 2014 / 2014年2月号より）